Case Study RIN

Submitted by:
Babar Azhar Moazzam Munir Qasim Shafiq RizwanYounas Rizwan

Case: Lever bros. marketing strategy was designed to penetrate the laundry soap segment of Pakistan Soap Market with its Laundry detergent bar, RIN. The overall objective of the marketing planning was to differentiate and position RIN, a non-soap detergent bar, as a fabric washer that gives consumers a superior cleaning power with much less effort than what is currently obtainable in the market.

Problem Statement: Use of RIN as a dishwashing bar rather than a laundry bar. Product: Confusion was created due to blue color of the bar & packing which was similar to the other dishwashing bars present in the market. Promotion: Marketing campaigns initially of lightening & Rain caused wrong image & positioning.

Solutions:
1) Change the color of the bar & re-launch it as a laundry purpose.. 2) Timely Fade out the RIN detergent bar in the market & slide in with

new brand name as a dishwashing bar. Re-position the bar as a dishwasher bar in the market by removing the fabric washing chemical out of the formula. This will also give them 33% improvement in the margin. As the surveys showed that 70% of their volumes are being generated by use of the bar as a dish washer.

Marketing & Communication: y Aggressive TVC & print campaigns along with other BTL activities. Highlighting use of the bar as a dishwash bar. y Use a decent T.V star such as Shehnaz Sheikh as a housewife. y The Punch line of the add could be bartano may chamakdar safai,rin say aai y Urdu add with verbaliser. Rin bar at front & Model, bearing a shining Utensil in hand,at the back.